Fans of Friday Night Lights will not need to be reintroduced to this man, but for the uninitiated: while actor Kyle Chandler has been in a slew of film and series, he’s best known for portraying the inspirational on-again/off-again coach of the Dillion High Panthers, Eric Taylor. Chandler took the character through all five seasons of the show, and even won an Emmy for it in 2011. Now, Coach Taylor has returned, in collaboration wit beloved cinefile theater(s), Alamo Drafthouse, to warn kids about talking and texting during the movie. And as anyone who has ever seen Friday Night Lights knows, you do NOT want to disappoint Coach Taylor.

Alamo Drafthouse has been running unique and fun ads for years now, warning against the use of phones or talking while a film is playing. Its theaters run a strict policy against talking, texting, and using phones in a theater for almost 20 years, and will not tolerate the behavior. Back in 2011, a situation with a rebellious patron led to one of Alamo’s more famous advertisements, a voicemail message left by a drunk woman who was kicked out of a movie for texting.

As time has gone on, Alamo has worked with big names and used fun ideas to get across their message. To celebrate Spike Jonze’s Her, Alamo had the voice of Siri, Susan Bennett, made a PSA for them. George Miller and Hugh Keays-Byrne appeared in one just before screenings of Mad Max: Fury Road this year to warn against the use of phones, otherwise patrons may suffer the wrath of Keays-Byrne’s original Mad Max character, The Toecutter.

I for one applaud and thank Alamo Drafthouse for their tough stance on talkers and texters, and encourage anyone to patronize them if and when they are able to. (Editor’s Note: One of their theaters is coming to Los Angeles next year and us West Coast Nerdists could not be more excited.)

What do you think of the Coach Taylor PSA? Let us know in the comments below!